(Determination of the Effect of Social Media Marketing on Brand Value, Brand Trust and Brand Loyalty: An Investigation)

Abstract

Purpose – The present study aims to determine the effects of social media marketing towards the consumers of a popular shopping website on brand value, brand trust and brand loyalty. Design/methodology/approach – In the present study, data collection was carried out through an online customer survey conducted between May and June 2021. In this study 435 surveys were obtained and data analysis was performed using surveys. The convenience sampling method was used in the present study. The SmartPLS 3.0 software was used in data analysis and the model generated was structurally tested. Findings – Based on the findings obtained, it was observed that social media marketing (SMM) had a direct and positive effect on brand trust, brand loyalty and brand value while this was the case with brand trust on brand loyalty and brand value on brand loyalty, and the structural model developed was verified. Discussion – The effects of social media on brand trust, brand value and brand loyalty were examined in the context of the purchases made by consumers from the shopping website, and the results obtained were discussed.